THE classic British cuppa, two sugars and milk, is on the decline according to new research by west Dorset-based Clipper Tea.

More and more Brits are becoming ‘acteavists’ and now opt for no sugar (52%), a quarter (25%) opt for no milk at all - or a milk free alternative when it comes to a brew - while 83% demand their tea brands are completely Fairtrade.

The study also revealed that Brits are demanding more morality when it comes to tea production, with almost two-thirds (60%) claiming it’s important to consume Fairtrade products and almost all Brits (95%) demanding that tea bags should be plastic free.

The research comes at a time when many competitor tea bags still go to landfill, still contain plastic and also go through a bleaching process before making it to shelves.

Choosing the right cuppa doesn’t just benefit the planet, in fact over 77% of Brits also feel better about themselves when they do something good for the environment. While more than half (58%) firmly believe that you can make a positive difference to the world by drinking sustainable tea.

The study marks the launch of Clipper’s Tea Swap. Celebrating 25 years of its Fairtrade credentials, and being the world’s largest Fairtrade tea brand, ethical tea brand Clipper Tea is shouting loudly to make sure every cuppa counts by encouraging people to make small sustainable swaps.

Some of the top ‘swaps’ Brits do already include using paper straws (33%), using recyclable coffee cups (26%), purchasing Fairtrade fruit (24%) and drinking Fairtrade tea (24%).

Rebecca Vercoe, brand controller, Clipper Teas at Wessanen UK in Beaminster, said: “The journey from crop to cup can be a challenging one but we believe everyone wants to make good choices. You’ll be blown away by the impact you can make just from choosing a good tea. We were the UK’s first Fairtrade tea company 25 years ago, proudly carrying the mark and even helping write the Fairtrade standards.”

Clipper was started in 1984 in a Dorset kitchen by a tea-obsessed husband and wife team, who wanted to share their love of great tea with a promise of ethical sourcing and natural production.